Empowerment
Social Media is Here to Stay
With so many platforms out there, it can feel overwhelming deciding where to establish a presence, what kind of content to create, and how to keep up with posting. To ease some of that stress, here are a few tips and a breakdown of today’s biggest social media platforms.
Go to Your Audience
Before creating an account anywhere, the first question you should ask is: Where is my audience?
It’s pointless to pour energy into a platform where your audience isn’t active. You need to go to them rather than expecting them to come find you. Take time to reflect on where you feel called to show up. From there, you can always repurpose content across other platforms to expand your reach.
Keep Up With Social Media Statistics
When a new platform emerges, it’s important to know whether it’s a short-lived trend or a fast-growing channel with staying power. While it’s not always easy to tell, you can look at statistics, demographics, and overall growth to guide your decisions.
7th most visited website in the world
4th most-used social platform
Most users log in via the mobile app
Largest age group: 25–34 (31% of users)
Gen Z’s (ages 16–24) favorite social platform
Business accounts grow followers by an average of 1.69% each month
57% of users enjoy polls and quizzes from brands
Average engagement rate for business accounts: 0.83%
As of April 2021, 38.5% of users were ages 25–34
Second-largest group: 35–49 at almost 21%
Known for real-time discussion and breaking news
Great for thought leadership and authority-building
Advertising remains more complex compared to other platforms
Traditionally female-dominated, but male users spiked in 2021
Strong ad opportunities: 45% of users have household income $100,000+
70% of users trust Pinterest as their go-to for product/service research
Age demographics are evenly split:
18–29: 32%
30–49: 34%
50–64: 38%
YouTube
Largest age group: 15–35, with the highest reach
Gender: 46% female, 54% male
Average session: ~30 minutes
Ad revenue increased 43% YoY, showing strong advertising potential
62% of users log in daily
Primarily used for entertainment, which means brands need to balance ads with engaging content
810 million monthly active users
Largest age group: 25–34 (58.4%)
Gender split: 48% female, 52% male
63% access weekly, 22% daily
Rated the top social platform for lead generation, especially for B2B
TikTok
1 billion monthly active users
Largest group: ages 10–19 (25% of users)
Gender: 57% female, 43% male
43% of users are 18–24, another 32% are 25–34
Average time spent: 89 minutes per day
Nearly 40% of Gen Z say TikTok directly influences their buying decisions
Platform is maturing with more advanced ad and CRM tools
79% of monthly users are active daily
Favorite platform for ages 35–44
Male users: 25–34 (15.9%), 35–44 (17.7%)
Female users: 35–44 (15.7%), 45–54 (18%)
57% of Americans say Stories make them feel part of a community and more authentic than other formats
81.8% of users access via mobile only
People are 53% more likely to buy from a business using live chat
Average organic reach for a Page post: 5.2%
Cost-per-click up 13% vs. 2020
50% of consumers want to discover new products through Facebook Stories
Facebook leads TikTok in short-form video share with 60.8% of users